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Cosméticos: como comunicar e aconselhar nos tempos actuais?
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Devido à pertinência do tema, especialmente no contexto atual, a presente monografia tem como objetivo principal abordar a temática do aconselhamento e comunicação de produtos cosméticos num futuro pós-pandémico. Serão analisados os principais desafios sentidos pela indústria durante este período e, discutida a forma como os recursos e estratégias implementadas conseguiram tornar a comunicação e o aconselhamento de cosméticos, mais eficaz.
Numa primeira fase serão explanados os diversos aspetos que compõem a atualidade do mercado destes produtos, fazendo referência ao período pandémico que vivemos, aos inúmeros desafios que este trouxe consigo, à maneira como estes impactaram a indústria e as consequências que isso terá futuramente. De seguida, serão ainda abordadas algumas das tendências predominantes do setor e a influência que estas têm no perfil do consumidor atual.
Como principal objeto de estudo, a monografia foca-se na metodologia de estudos de caso, utilizada para estudar especificamente a situação nas Farmácias de Portugal. Este estudo pretende demonstrar as inúmeras vantagens que, em plena era digital e, especificamente este ano, o desenvolvimento tecnológico e as plataformas digitais podem ter na economia e no sucesso dos negócios, nomeadamente o da farmácia. Deste modo, evidenciaram-se as potencialidades da digitalização das farmácias, nomeadamente através da comunicação omnicanal dos produtos cosméticos e na aplicação de várias estratégias, como a utilização das redes sociais e o e-commerce, na comunicação mais rápida e próxima do consumidor.
As principais conclusões que se retiram deste estudo, prendem-se com o facto de que, ainda que a comunicação por meios digitais seja o futuro, é importante nunca esquecer o papel fundamental do aconselhamento farmacêutico presencial na Farmácia, especificamente este ano devido à credibilidade depositada pelos utentes nos farmacêuticos. Assim, é importante que os negócios consigam acompanhar esta dualidade, do online e do offline, dando resposta às necessidades de todos os utentes especialmente este ano em que o distanciamento físico é uma realidade.
Due to the importance of the subject especially in the current situation, the main goal of this thesis is to address the matter of cosmetics advising and communication in a post-pandemic future. The main challenges experienced by the industry during this period will be analyzed and the way in which the resources and strategies implemented were able to make communication and cosmetics advice more effective will also be discussed. We will start by explaining the various aspects that make up the current cosmetics market taking in consideration the pandemic period we are living in, the numerous challenges that were brought with it, how these impacted the industry and the consequences that this will have in the future. Some of the prevailing trends in the sector and the influence they have on the profile of the current consumer will be further explored. As the main object of study, this thesis focuses on the methodology of case studies used to specifically study the current situation in Portugal. This study intends to demonstrate the advantages that in the middle of the digital age and specifically this year, technological development and digital platforms can have on the economy and on the success of businesses like pharmacies. The potential of digitalization of pharmacies is highlighted through an omnichannel type of communication and the application of various strategies such as social networking and e-commerce. The main conclusions drawn from this study are that of course digital is the future, but it is also important to not forget the fundamental role that pharmaceutical advice plays in the life of consumers, especially this year due to the trust placed by consumers in healthcare professionals. Thus, it is important that businesses can keep up with this duality of online and offline, meeting the needs of all types of consumers.
Due to the importance of the subject especially in the current situation, the main goal of this thesis is to address the matter of cosmetics advising and communication in a post-pandemic future. The main challenges experienced by the industry during this period will be analyzed and the way in which the resources and strategies implemented were able to make communication and cosmetics advice more effective will also be discussed. We will start by explaining the various aspects that make up the current cosmetics market taking in consideration the pandemic period we are living in, the numerous challenges that were brought with it, how these impacted the industry and the consequences that this will have in the future. Some of the prevailing trends in the sector and the influence they have on the profile of the current consumer will be further explored. As the main object of study, this thesis focuses on the methodology of case studies used to specifically study the current situation in Portugal. This study intends to demonstrate the advantages that in the middle of the digital age and specifically this year, technological development and digital platforms can have on the economy and on the success of businesses like pharmacies. The potential of digitalization of pharmacies is highlighted through an omnichannel type of communication and the application of various strategies such as social networking and e-commerce. The main conclusions drawn from this study are that of course digital is the future, but it is also important to not forget the fundamental role that pharmaceutical advice plays in the life of consumers, especially this year due to the trust placed by consumers in healthcare professionals. Thus, it is important that businesses can keep up with this duality of online and offline, meeting the needs of all types of consumers.
Descrição
Trabalho Final de Mestrado Integrado, Ciências Farmacêuticas, 2021, Universidade de Lisboa, Faculdade de Farmácia.
Palavras-chave
Cosméticos Digital Aconselhamento Farmácia Pandemia Mestrado integrado - 2021